The Indian leggings brand – Softline Leggings, is set to revamp their brand identity, and get on-board a new face – youth icon, Anushka Sharma as brand ambassador. Softline leggings, from the house of Rupa & Company Limited; one of India’s largest knitwear organization, has always pushed the envelope in terms of innovation, variety and comfort. Their range of premium leggings is wardrobe essentials for women seeking ease with a fashionable edge. Their primary customer base is young, fun-loving women, making actor Anushka Sharma an organic fit to represent the brand. Her youthfulness and passion resonate well with the overall consumer psyche. With its new mantra, ‘Effortless You’, the brand aims to reach out to young women, who are comfortable in their own skin and live life on their terms, effortlessly! Softline fulfills their need for comfortable yet stylish clothing, in 100+ colors to suit their every mood. Vikash Agarwal, President and Brand Director, Rupa & Company Limited, said, “ The new philosophy ‘Effortless you’ resonates with the brand and we are happy to have Anushka Sharma on-board who imbibes this motto. She has an emotional connect with the TG and fits perfectly with our new positioning.” Brand ambassador Anushka Sharma said, “Softline Leggings connects with young adults who want to be comfortable in whatever they do or wear. The brand is focused on its clientele and offers various designs that are contemporary and cool.”
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